Inbound Marketing strategy & automation

You have probably noticed that consumers’ buying behavior has evolved over the last few years. Client-enterprise interactions have changed. This is why it is essential to adopt Inbound Marketing and Automation strategies in order to adapt to this new behavior. If you want to maintain your growth, you have to evolve as well.

Developing a good Inbound strategy allows you to create impactful relationships for your visitors, as well as yourself. How, you might ask?

By attracting your prospects and clients with content adapted to their needs and at the time they need it. By creating personalized interactions with each client, whether it be by email, chat, or through dynamic and intelligent content. While retaining them, you are able to share the right content with the right person, at the right moment. You will gain your visitors’ trust.

Inbound Marketing means providing each visitor with an enriching experience. Whether your visitor is at the buying stage or simply exploring, an enriching experience will encourage them to come back.

The Fundamental Steps of an Inbound Marketing Strategy

Acquiring Contacts

• Any person with whom you have had an interaction and could establish a relationship with.
• In your list of contacts, which ones is your enterprise in a position to help via a product or service ? Who can you create value for ?
• You can group several contacts who share common characteristics into segments to simplify interactions.

Defining my Buyers Personas

• Buyers’ personas are semi-fictional profiles that represent your ideal client.
• Aggregation of current data to create each profile.
• Identification of key data for each profile.
• Identification of each profile’s issues, motivations, and challenges.
• Identification of each profile’s buyer’s behavior.

Defining each persona’s Buyers’ Journey

• Which of your client’s symptoms, experiences, or issues do you want to exploit ? Is it a problem or an opportunity ? This step represents the Awareness Stage.
• Once your prospect is able to understand and express their problem, they are at the Consideration Stage.
• Once your prospect has a good idea of the solution to implement in order to fix their problem, they are now ready to evaluate your product or solution. This is the Decision Stage.

Once these steps are completed, it is possible to target all the content or relevant information that you already have in your enterprise, as well as what you are missing. At this time, you can establish a content strategy adapted to your Buyer Personas and their Buyers’ Journey.

At this stage, we will help you with the following challenges :

• Mapping of your content related to your Buyer Personas.
• Content creation and correction.
• Implementation of a communication strategy (email, blog, chatbot, etc.).
• Measurement of each initiative, and if need be, adaptation of your content according to the results.